DESIGN CHARACTERISTICS OF MUSEUM CULTURAL AND CREATIVE PRODUCTS AND CONSUMER BEHAVIOR (TAKING NATIONAL PALACE MUSEUM, TAIWAN AS EXAMPLE)

Abstract

Museum cultural and creative products (MCCPs) have become an important means for museums to communicate cultural values and generate economic benefits. While previous studies have explored product design and consumer preferences, limited research has examined how design characteristics influence consumer behavior through emotional responses. The primary objective of this study is to examine the relationships among museum cultural and creative product design characteristics, Kansei responses, cognitive load, and consumer behavior. Specifically, this research aims to identify the relationships between these variables and investigate how design characteristics influence consumer behavior through consumers' emotional responses while controlling for cultural background. It is expected that museum products with stronger functional, aesthetic, and experiential design characteristics will evoke more positive Kansei responses, reduce cognitive load, and ultimately increase consumers' purchase intentions. The findings are expected to provide theoretical contributions to museum studies and practical implications for the design and development of museum cultural and creative products.